VIBRANCY STUDIOS // INSIGHTS // VOL 5 // "ESCAPISM"

I’ve always found comfort in the arts. Whether it was painting, dancing, taking photos, or just curating a playlist that matched my mood—creating things gave me a sense of control, of freedom. Now, as a communication design student, I realize that what I was doing, even as a kid, was a form of escapism.

Anna-Kalliopi Zachariadis

It wasn’t about running away from reality, but about reshaping it. Turning emotions into something visual, fun, or beautiful. Escapism helped me express things I couldn’t put into words—it still does. And it reminds me how powerful creativity can be when the world feels too loud.

We live in turbulent times. Political uncertainty, climate anxiety, and rapid social change are compounded by an always-on digital culture that blurs the lines between work, rest, and play. The constant barrage of information leads to cognitive overload and stress, especially among younger generations who are hyper-connected yet often feel isolated. This complex mix of pressures drives a powerful urge: the need to escape.

But what exactly is escapism? Traditionally, it’s been seen as a mental retreat from reality — a chance to rest, dream, or avoid discomfort. Today, escapism has evolved. It’s no longer just passive distraction, but an active, creative, and often social coping mechanism. Fueled by digital technologies, immersive media, and shifting cultural norms, escapism now takes new forms — from algorithm-curated realities on TikTok to immersive worlds powered by AR and generative AI. These tools don’t just offer escape; they enable people to reshape the world around them, if only temporarily.

THE 5 FACES OF MODERN ESCAPISM

Our favorite brand stories brought to life

Digital Dreamworls // Balenciaga Goes Gaming

Aesthetic Escapism // Jacquemus Capri Campaign

Aesthetic Escapism // Late checkout: A Ritz-Carlton Story

Aesthetic Escapism // Vermelho Hotel by Louboutin

Spiritual Escapism // Headspace x Pinterest

Synthetic Companionship // Replika – the AI Companions

Nostalgic Rewinds // Nike x LEGO: Bricks & Kicks

Nostalgic Rewinds // Airbnb X Polly Pocket’s 90s era

Escapism in 2025 is neither mere distraction nor denial.

It is a nuanced, hopeful response to complex realities—a way to reset, connect, and create meaning amid uncertainty. As culture shifts, brands that embrace escapism thoughtfully will resonate deeply with young audiences, contributing positively to their wellbeing and sense of belonging.

At the same time, it’s vital to critically reflect on the role of technology in these escapes and prioritize authentic human connection—because behind every screen is a person seeking meaning and community.

In a world that often feels overwhelming, the art of escape becomes a powerful tool for resilience and connection. 

Let’s approach it with curiosity, respect, and creativity.

In a world that feels increasingly unpredictable, consumers aren't just looking for products—they're seeking portals to another reality.

Amy Francombe, Vogue Business

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